Revlon strives for one look

Article Abstract:

Revlon Inc. has recently combined its international and domestic advertising divisions into one group in order to reduce costs and avoid duplication of work. Now advertising campaigns are created for use in both markets, though the needs and attitudes of 130 local markets are taken into consideration. Only one model is used to advertise a particular product around the world, and colors advertised are chosen based on which have the widest appeal. Local markets are expected to promote the products given global priority by Revlon, but after meeting the priorities, they may promote other cosmetics if such promotions have been approved by corporate headquarters.

Advertising agencies, Miscellaneous retail stores, not elsewhere classified, Drugs, proprietaries, and sundries, Cosmetics industry, Revlon Inc.

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Toys 'R' going global

Article Abstract:

Toy industry participants are branching out into foreign markets in Europe, Singapore, Japan, Hong Kong and the Middle East. Toy manufacturers such as Coleco, Tonka and Mattel are leading this expansion movement, followed closely by retailers such as Toys "R" Us. The marketing strategies used by these firms at the international level, product renaming necessitated by certain language and cultural barriers, and factors that foreign markets look for in toys are discussed.

Analysis, Marketing, Toy industry, Toys, Mattel Inc., Export marketing, Coleco Industries Inc., Tonka Corp.

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Cooperative ads sell the U.S

Article Abstract:

The U.S. Travel and Tourism Administration's (USTTA) 'Catch the Spirit' program aims to sell leisure travelers from seven countries on the idea of the U.S. as a tourist stop. At the same time, the campaign pushes the goods and services of the companies within USTTA's membership. This cooperative advertising campaign is discussed in terms of pooled resources, free publicity, and the campaign's effectiveness in various countries.

United States, Case studies, Travel industry, Cooperative advertising, United States. Travel and Tourism Administration

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